Building any ABM team is a challenge. Developing them into an effective and successful operation is something else. Leading them to be an award winning group who out-perform the market year-on-year is something very special.
Cat Dutton has done it. Along with her brilliant marketing team at Atos UK&I she has become a trail-blazing ABM expert. We’ve been lucky enough to work with Atos for a number of years and have formed a great partnership, providing insight, counsel and training around data driven ABM and DBM (deal based marketing).
Cat’s team at Atos have long been recognised as leading the way in pushing the boundaries of modern marketing; being in lock step with sales, being measured on sales metrics and putting insight and client understanding at the heart of everything. Informed by insight, they’ve been brave and creative in the way they go to market.
We invited Cat to talk to our London team to challenge our methodology so we can continue to innovate and develop our approach. Afterwards, we asked her to share a few secrets about the key ingredients of successful ABM.
Watch the video below to discover Cat’s views on a variety of topics, including:
- The drivers of ABM success
- The role of insight in ABM
- Sales and marketing alignment
- Measurement and ROI